CEO of Leitz Tooling Systems, Juergen Koeppel, who was in Bengaluru recently, offers a peek into the company’s plans to expand its footprint across the market, in India and abroad. Excerpts:

Hello Sir, what brings you to India?

It is not out of the normal. But yes, this time I’m here to discuss with Balakrishnan (Managing Director of Leitz India) and his colleagues our next strategic move to expand our footprint in India. The focus will be on increasing local production.

You know, India is a very important market for us. It is among the fastest growing economies and now turning into a viable manufacturing hub. Since launching our India subsidiary, we have seen significant growth. We now have eight sales and service centres across the country.

Can you expand on this?

We are in a market where question is not ‘whether’ to make our next move, but ‘when’ and ‘how’ to do it! We will have to prepare for the next decade. The changing face of ultra-nationalism, protectionism in business and the resulting trade restrictions in recent times will, of course, make industries re-think their business strategies and production priorities.

What can you share with us at this point of time?

We began manufacturing in Bengaluru about a year ago, mainly shanks and boring tools used in CNC machines. We are now exporting these to some Asian countries, in the face of stiff regional competition! That said, more than ‘Make in India’ what matters to our partners across geographies is the ‘Made by Leitz’ assurance.

You are no stranger to India. How has furniture manufacturing changed?

The first time I came to India was in 1994. Before Leitz, I was associated with other German technology suppliers and headed Eumabois. I would say there is an unbelievable change and growth in the manufacturing landscape here.

Especially since 2010, there has been a surge in investments in modern machinery (mainly European), sophisticated software, high-precision tooling and automation to produce good quality furniture.

What about the quality-versus-pricing dilemma among Indian buyers?

I don’t recall who said it first, but good quality doesn’t come cheap. With good machines and excellent tools, the results will always be the best and with assured consistency. With ‘so-so’ machines and good tools, you may achieve good results till the machine is in its best operating condition. But with a good machine and bad tools, the results will never be good.

I will give you the example of a top-end Porsche or Maserati. If you want optimal experience from these powerful cars, you cannot drive on sub-par tyres, can you? In furniture manufacturing the tools are in constant touch with the material, be it solid wood or engineered panels – therefore, you must get your tooling right!

Is investment in woodworking enough to sustain a business?

Investments in terms of capital or operational expenses is never enough. There must be a deep understanding of the material. Wood is living matter; it is never homogenous or predictable.

The investor(s) must have dedication to manufacturing as a science-led business. Additionally, they will require skilled machine operators, experienced carpenters, trained managers – and a motivated sales force keyed in to the market.

What about education and awareness within the industry?

We have now come to a stage in India where application engineers can help take this forward. They can educate industry stakeholders about solid wood, wood-based panels, adhesives and coatings, machinery and tools, as well as production updates and market trends.

I must stress that all woodworking stakeholders must participate in professional trade shows: it gives them the opportunity to learn, connect and strategise. I think IndiaWood, coming up in Bengaluru in 2026 (26 February to 2 March), is a great platform. It brings together the entire ecosystem: suppliers, service providers, experts, veterans, manufacturers, marketing and sales personnel.

What’s your message to the Indian furniture industry?

So far as Leitz is concerned, our tools are supplied to all major machinery manufacturers across Europe, as well as those in China, Turkey and Taiwan. Our customers are large furniture manufacturers, small workshops and even individual carpenters. And we have tools are made for solid wood and panel-based furniture. Now is your chance to pick the best!

Comments